The Lafz

What The Lafz does

The Lafz is a privately held, direct-to-consumer personal care and beauty brand headquartered in Bengaluru, India, with a parallel Singapore listing in firmographics. Founded in 2018, the company manufactures and sells Halal-certified fragrances, deodorants, hair care, and skin care products made with 100% natural elements, containing 0% alcohol and 0% animal-origin ingredients, and produced in Halal-compliant factories. The flagship product portfolio comprises three fragrances — Rooh Mashariq (a sheer floral fragrance inducted into the Fragrance Foundation Hall of Fame in 2009), Kayani Dastoor (a fruity floral fragrance), and Makhallat Al Aud (an agarwood and sandalwood composition) — each dermatologically tested and formulated without alcohol, parabens, or animal ingredients. The brand draws on a heritage narrative rooted in Al-Zahrawi's Kitab al-Tasrif (circa 1000 AD) to position itself as the World's First Halal Certified personal care brand.

The company's business model is direct-to-consumer e-commerce, with no disclosed subscription or recurring billing component. Products are sold through the company's own website (thelafz.com) and dedicated iOS and Android mobile applications, the latter featuring an AR-based 'View in Your Room' visualization capability, registry management, and saved payment data. Pricing is per-unit (one-time purchase), with promotional mechanics including a Stock Clearance Sale offering up to 20% off and free shipping above a $999 threshold. Marketing relies on organic social (Facebook, LinkedIn, X), owned e-commerce, and email-driven customer feedback loops, targeting Muslim consumers and spiritually-inclined conscious buyers seeking modern personal care products that comply with Islamic principles. Operating geographies are limited to Asia, with no disclosed global footprint, and the company has no documented M&A, partnerships, institutional capital raise, or executive leadership disclosures in the source data.

Name

The Lafz

Legal name

The Lafz

Website

https://thelafz.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

The Lafz is a privately held, direct-to-consumer personal care brand that manufactures and sells Halal-certified fragrances, deodorants, hair care, and skin care products to Muslim consumers and conscious buyers via its website and mobile apps. Founded in 2018 and headquartered in Bengaluru, India.

Ownership category

akta.pro rank

Product category

Halal Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Halal personal care
• Alcohol-free fragrances
• Halal certified cosmetics
• Natural beauty products
• Halal deodorants

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Personal Care Product Sales: The company generates revenue through direct sales of Halal-compliant personal care products including fragrances, deodorants, hair care, and skin care. Products are sold through e-commerce channels (website and mobile app) directly to consumers. Revenue is transactional with no subscription component mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The Lafz manufactures and sells Halal-certified personal care and beauty products, with a primary focus on alcohol-free fragrances, deodorants, hair care, and skin care items. Products are made with 100% natural elements, contain no alcohol, no animal by-products, and no forbidden (najis) ingredients, and are manufactured in Halal-compliant factories.

Product overview

The Lafz is a halal-certified personal care and beauty brand positioned as the world's first halal certified brand. The product portfolio centers on alcohol-free fragrances and personal care products made with 100% natural elements. Key products include three trending fragrances: Rooh Mashariq (a sheer floral fragrance), Kayani Dastoor (a fruity floral fragrance), and Makhallat Al Aud (an agarwood and sandalwood fragrance). All products are manufactured in halal compliant factories with no alcohol, no animal by-products, and no forbidden ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Rooh Mashariq

Quantifiable outcome

• 0% Alcohol content in products (e.g., Makhallat Al Aud)
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Saaf Skincare: UK-based halal-certified skincare brand targeting ethically conscious and Muslim consumers. Comparable on clean/halal formulation narrative, premium positioning, and DTC distribution model.
• Amara Cosmetics: Halal-certified beauty brand offering makeup, fragrances, and skin care. Comparable product mix, religious-compliance positioning, and target customer base of Muslim-conscious beauty consumers.
• Simply Saha: Halal-certified personal care brand focused on cosmetics, fragrances, and skin care for Muslim women. Directly comparable on certification positioning, customer segment (Muslim-conscious consumers), and DTC-led GTM.
• Iba Cosmetics: Indian halal-certified personal care and beauty brand offering cosmetics, skin care, and hair care to Muslim consumers. Closest direct competitor to Lafz in the halal-certified personal care category with overlapping target market and product breadth.

Broad incumbents

• The Body Shop: Global ethical/clean beauty retailer with strong values-driven positioning (against animal testing, community trade). Comparable on conscious-consumer brand narrative but operates at vastly larger scale and category breadth.
• Marico: Major Indian FMCG company with personal-care portfolio (Parachute, Kaya). Comparable as a large, distribution-heavy Indian personal-care player that could enter halal-certified sub-segments via scale advantage.
• Huda Beauty: Large, Muslim-founded global beauty brand with broad cosmetics portfolio and significant DTC + retail distribution. Operates in adjacent fragrance/beauty category with cultural credibility but broader (not halal-exclusive) positioning.
• ITC Personal Care: Indian FMCG conglomerate operating personal-care brands (Fiama, Vivel, Engage) with extensive distribution. Comparable as a large Indian personal-care competitor with distribution scale that Lafz lacks.

Others

• Lush: Global fresh, handmade cosmetics retailer with strong ethical/clean-beauty positioning and retail footprint. Comparable as a values-led personal-care brand but not halal-specific; relevant for benchmarking clean-beauty GTM.

Regional players

• Attar Collection: Middle East–focused alcohol-free attar and fragrance brand. Comparable on alcohol-free fragrance positioning and Muslim-consumer appeal, but primarily serves GCC/Middle Eastern geographies rather than Lafz's India-anchored footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Lafz